Customer behaviour in the region is conversational. The businesses that win the next decade will be the ones that meet customers where they already are.
Every market has a default surface. In the US it is search. In China it is WeChat. In MENA, increasingly, it is WhatsApp.
When we started building Cravin, the insight was almost embarrassingly simple: customers were already chatting with their favourite restaurants, salons, clinics, and shops. The friction was on the business side — they had no infrastructure to convert those conversations into orders, bookings, and repeat revenue.
The teams that internalise this stop building portals customers don't visit and start building systems that meet customers at the message.
Owning the customer relationship is no longer optional. Marketplaces took it for a decade. The next decade belongs to the merchants who take it back.